"Jiangjin, which is not enough to play", has rejuvenated the vitality of cultural tourism

Source: People's Daily Overseas Edition

Jiangjin Zhongshan Ancient Town

Located in the southwest of Chongqing, Jiangjin District, named because it is located on the Yangtze River, is embedded in more than 600 natural and cultural landscapes on the 3,200 square kilometers of land. In recent years, Jiangjin District has taken global tourism as the guide, based on the tourism brand of "Four-Sided Landscape and Humanistic Jiangjin", created an important fulcrum and an important tourist destination of the Bashu Cultural Tourism Corridor, and formed a number of boutique routes with the theme of "Jiangjin, which is not enough", fully demonstrating the new vitality of cultural and tourism integration.

Love culture is a characteristic business card of Jiangjin, especially represented by the "Love Ladder" and "The First Heart in the World" in the mountainous area on all sides. Since 2008, Simian Mountain has held the Oriental Love Festival every year on Tanabata, and has become a well-known love theme scenic spot in China.

How to express love with gifts? "Cultural and creative products are an expansion of the tourism industry, which can enhance the experience of tourists and enrich the tourism industry in scenic spots." According to the relevant person in charge of simian mountain scenic spot, in recent years, simian mountain has actively developed the Qixi love cultural and creative IP. In order to expand the influence of Simian Mountain's love culture, in 2019, Simian Mountain launched the "Four-Sided Manufacturing Tanabata Cultural and Creative Competition". 34 pieces of cultural and creative design works interpret the tourism image of Simian Mountain from multiple angles.

Just after autumn, zhongshan ancient town located on the banks of the Sunxi River has gradually cooled down. Zhongshan Ancient Town is the largest, best-preserved and most ethnically distinctive mountain residential complex in southwest China. Tourists stroll through the ancient streets paved with bluestone, through the corridor-style pavilion buildings, old tea houses, old pharmacies, old trough houses, and blacksmith shops attract a pair of curious eyes.

"Now that many ancient towns are similar, it is difficult to imagine that there is still such a pristine historical ancient town in Jiangjin, which surprises me." Chen Zixuan, a tourist from Beijing, sighed.

With the rapid development of the cultural tourism industry, today's Zhongshan Ancient Town has become a well-known painting, photography, film and television base, and the popularity and reputation of the ancient town are increasing day by day, attracting a large number of tourists. In 2019, Zhongshan Ancient Town received 752,700 tourists, which has become a new growth pole for Jiangjin tourism.

Jiangjin combines the non-genetic inheritance of famous historical and cultural cities, towns, villages and neighborhoods, township customs and folk customs, etc., innovates and carries out the "one town, one product" cultural tourism activities, vigorously promotes "tourism +", gives full play to the role of historical and cultural relics, and continues to enrich the tourism industry.

Ba people are good at brewing wine, as early as the Northern Wei Li Daoyuan's "Notes on the Water Classics" has been recorded as "Ba people are good at brewing, the county is famous wine". The "Chronicle of Jiangjin County" records that "during the Ming Jiajing period, the Jiangjin Baisha winemaking industry has become a great success", and said that "Jiangjin produced sake in the province, and Baisha shochu jia in Tianjin". Relying on the millennium winemaking culture and modern industrial foundation, in recent years, Jiang Xiaobai, Jiangji Winery, located in Baisha Industrial Park, has vigorously developed industrial tourism.

Before entering Jiang Xiaobai, the air was filled with a strong aroma of wine. Jiang Xiaobai designed and transformed the winery environment to create a passage for tourists to visit. Tourists can visit all aspects of liquor fermentation, distillation, brewing, experience and so on. After the visit, tourists can also purchase Jiang Xiaobai cultural and creative products at the visitor center. Some look, take away, form a complete "industry + cultural creation" one-day tour route. Jiang Nan, director of Jiang Xiaobai's Tourism and Culture Department, introduced: "We will connect the visit, process experience and product tasting, which increases the experience of tourists, is conducive to shaping corporate brands, and can also cultivate potential customers." ”

Ezu's rice candy, sesame stalks, soy sauce, and vinegar are all foods that tourists often buy. As early as 2017, Jiangjin District launched the construction of the "Jiang Xiaobai Tavern" style street, and launched the Han's Sauce Garden and the "Sesame Official" industrial tourism route. "Visiting these factories, learning about and experiencing the product manufacturing process and production process at zero distance, children have a lot of fun while gaining insight." For Ms. Peng, a tourist, industrial tourism has given her a stronger sense of identification with these products, "and it is more reassuring to buy them later." (Li Bowen, Li Bintu)